Radio Advertising
Often referred to as the ‘theatre of the mind’,
the medium of radio can bring any advertising campaign to
life. Unlike other advertising media, radio acts as a secondary
medium, enabling advertisers to target listeners while they
are actively involved in something else. What better way to
sell soap then to a listener taking their morning shower;
or perhaps a new car to a driver sitting in their old one
in the morning traffic? Research shows that advertising
which is relevant to a listener’s other activity is
over 60% more likely to be recalled. *
Planning radio advertising for the first
time can be quite complicated if it is to yield maximum achievable
results whilst not exceeding your budget. At The Media Cube,
we have a profound understanding of how successful radio advertising
works and are well versed in managing such campaigns on our
clients behalf. This includes everything from finding the
right scriptwriters and voiceover artists for your products
to finding the right company to produce your jingle and the
most appropriate radio stations that will broadcast your advertisements.
We are effectively able to take care of every aspect involved
in radio advertising from the ground up thus ensuring
the success of your radio advertising campaign from the word
go. In real terms this means that you get the results you
would like to see and at a price that you can afford.
Much like newspapers radio stations all attract their own
listeners with a specific play-list and format. This enables
advertisers to specifically target an audience appropriate
to their product or service and reduce the amount of wastage.
Due to the emergence of digital broadcast, radio can now be
easily reached in any number of ways from the car, on your
computer, on your television and even from the other side
of the Atlantic!
Your radio campaign can also be integrated into a mixed media
schedule to further enhance your products or services. A commercial
can direct listeners to a website, press advert or TV
advertising without compromising or diluting your sales
message.
Radio advertising is a one to one medium in that it talks
directly to the listener and they engage with the radio on
a level not found with TV, which is far more passive. It’s
also been described as very emotive. It can make you laugh
or cry and therefore the key to any successful advertising
campaign is all about getting your commercial sounding great
and being heard at just the right amount of times. Too little
and you won’t be remembered – too many and you
become a nuisance.
Much like newspaper
advertising there are both national and regional stations
with their differences being determined by their location
and type of music they play. With planning radio it’s
again important to choose those stations which best reflect
your core audience of customers so helping to minimise wastage.
Then a combination of the right choice of radio creative alongside
the correct frequency of commercials will produce the optimum
result.
The key to a good radio campaign is making sure you have
the correct balance between an effective radio commercial
combined with enough audience delivery to get your brand message
across. Our experience with stations such as Smooth FM, Capital,
Talksport, LBC and Invicta FM, among others means we have
the understanding to translate your requirements effectively
into a format that is fun and delivers results!
* Source: Radio Advertising Bureau/Newslink Recall Research.
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